Super Matte Black
Creative Director of experiences, photography, and video.
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Made For This

art direction, creative concepting, photography, social video, studio work

WeWork approached us to create content that both explained their unusual product—a global network of workspaces—and refreshed the look and feel of their brand. The challenge? WeWork had grown significantly over the past 7 years, but was struggling with low overall awareness and understanding among target consumer segments.

We wanted to make work that was as custom and as modular as the product itself.

We wanted to make work that was as custom and as modular as the product itself.

Mood boards illustrated monochromatic worlds in bisection, made to show off amenities and design.

Mood boards illustrated monochromatic worlds in bisection, made to show off amenities and design.

We launched with seven key product offerings and shot video for each. The result took bland B2B language and made them consumable and thumb-stopping.

We launched with seven key product offerings and shot video for each. The result took bland B2B language and made them consumable and thumb-stopping.

These reductive vignettes functioned across their diverse global markets, and flexed to fit within the many communities relevant to the brand.

These reductive vignettes functioned across their diverse global markets, and flexed to fit within the many communities relevant to the brand.

The art direction worked to capture the design aesthetic of WeWork spaces through good design and lush botanicals.

The art direction worked to capture the design aesthetic of WeWork spaces through good design and lush botanicals.

The austerity allows for brevity in story telling, where simple actions convey intrinsic meaning and bold, succinct supers drive messaging.

The austerity allows for brevity in story telling, where simple actions convey intrinsic meaning and bold, succinct supers drive messaging.

We took the individual videos and created youtube pre-roll ads, carrying the idea of modularity and customization into our targeting strategy.

We took the individual videos and created youtube pre-roll ads, carrying the idea of modularity and customization into our targeting strategy.

Every consumer target was different and this allowed us to tune the campaign to our needs with iterations of content.

We sustained the campaign by creating dozens of bite-size content for social, utilizing boomerangs like this.

The campaign was picked up in WeWork’s bourgeoning Asian market where the visual nature of the work translated well into different languages.